FTMBA 2022_I Omnichannel Business

Companies have to adapt to this changing environment if they want to successfully face digital transformation. This course focuses on how Omnichannel Business can be used to realize consumer-centric growth in the digital age. With the core topics Omnichannel Strategy, Omnichannel Marketing, and Omnichannel Sales the course conveys a conceptual framework, theoretical foundations, as well as numerous practical applications of Omnichannel Business.

Core topics:

1. Omnichannel Strategy: Challenges of the Digital Age, Strategies for Melting Physical and Digital World, Generating Omnichannel Consumer Insights (e.g., big data)

2. Omnichannel Marketing: Omnichannel Product and Category Management, Omnichannel Price Management, Cross-Media and Omnichannel Communications

3. Omnichannel Sales: Omnichannel Customer Relationship Management, Sales Channel Choices and Coordination, Omnichannel Fulfilment

Art der Prüfung (Deutsch):